Exploring Innovation And The True Power Of Mobile

The capabilities of a mobile phone: voice, eye, gesture recognition, and control, camera, GPS sensor, touch screen, NFC, bluetooth, push notifications, even fingerprint scanners – can support an entirely new sort of customer experience. In fact, mobile is the future platform for augmented reality. By embracing these features, we can seize opportunities that only exist on mobile.

When the first wave of smartphones was introduced, we saw a whole range of gimmicky apps that took advantage of the capabilities of the iPhone. Today, we’re seeing brands use their insights of the mobile user experience more intelligently to tailor their value to a particular context, platform, and to create useful interactions that would otherwise be impossible.

Why does it matter?

Using capabilities to the fullest has some significant advantages for a few reasons:

1) Serves to simplify a process that would otherwise be too complex for the context of mobile.

Your customers will fully expect you to take advantage of capabilities, whether or not you want to. Lots of functions that work great on desktop may not work on mobile devices at all. That’s why mobile functionality should be optimized and simplified. Where should you start? Take the time to truly understand your user base, their context, and where you stand relative to the competition. Understand the problem you are solving for. Don’t make users go through the multi-level procedure to find a feature they need. Consider the need for speed. Focus on minimalistic design and keep core messages laconic and straightforward.

Glean insights to optimize continuously

With information on where a user is, what the weather is or even what the user is talking about on social media, businesses can send offers, ads or even convenient services such as helping the user navigate a store to create more customer engagement.

At nventive, when always ensure our clients have the analytical tools they need for their apps. These insights will provide them with the capabilities to engage with the customers very closely and provide data points into their interests and behavior patterns. Such an understanding of the customer will help businesses to provide thoughtful tailor-made offers, discount vouchers, etc. resulting in stronger customer loyalty. When working with CCM on their Skills App, the nventive team was able to provide a dashboard of insights that the client uses to help them understand how to plan for future modifications and enhancements to the app.

The world of mobile analytics is impressive. The operational metrics can be very insightful, yet different from traditional website analytics.

You can capture elements such as:

Traffic

Transactions by location

Top performing hours by day.

Customer profile on those who are your heavy users

Are you appealing to a younger or older audience?

What items do they prefer?

Are they regular customers or just incremental shoppers?

How loyal are they?

And the list continues. The effectiveness of analytics for deep and relevant insights for mobile applications are very powerful.

When that kind of operational metrics is applied, then that means optimization activities are going to be entirely different.

Context and relevance matters

When a consumer gets on a mobile device, they are more likely looking for something they need now, which means proximity, is important.

We know from experience that the customer’s mobile context is vital to the success of an application.

Context doesn’t just apply to consumer apps. Your employee mobile apps will also need to incorporate context into the experience. A travel app can leverage location context to help travelers with gate changes, loyalty apps help customers know when to maximize their rewards based on time of day. And, for instance, if products are being shipped from a different location, customers need not have to call repeatedly and inquire the status. A mobile app can enable the customers to track the delivery themselves. These way customers get transparent clarity on when they will receive the purchased product allowing them to make their plans accordingly and stay anxiety free.

Brands must view product innovation in mobile as the basis for differentiation as a long-term, customer-oriented strategy rather than as a handful of projects. CIOs must work with their peers to build the foundation for this. CIOs and the product strategists should thoroughly assess customer experience maturity. Knowing where you are in the customer experience journey is the first step toward customer-oriented innovation in mobile.

Increasingly, clients need a partner that can be there for the entirety of the application life cycle. With nventive, clients know the results will help them feel like they’re finally in control of their mobile strategy. Our iterative processes continuously optimize and differentiate the customer experience in mobile. We know sustainable mobile success requires capabilities around strategy, persona development, journey mapping, prototyping, developing and deploying, while considering internal client stakeholders along the way.

By seeing the countless possibilities that await in the mobile space, it may not be wrong to say that it is time for businesses to leap ahead and implement ‘Mobile Next’ strategy aimed at building ‘smarter mobile apps’ using mobiles capabilities to achieve greater productivity, insights, and results.